UNIVERSITÀ DEGLI STUDI DI BERGAMO Department of Management, Economics and Quantitative Methods Masters’ Degree in International Management, Entrepreneurship and Finance LM-77 – Economic and Business Sciences The effectiveness of business-to-consumer communication tools: a museum sector analysis Supervisor: Professor Mauro Cavallone Master’s Degree Thesis Giorgia GASPARI Student ID No. 1040055 ACADEMIC YEAR 2019 / 2020